MEASURING MARKETING ROI AND ATTRIBUTION WITH DOMO
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2 MEASURING MARKETING ROI AND ATTRIBUTION WITH DOMO Noah Product Marketing Manager of Monetization & Measurement Rick Sr. Director of Global Demand Tweet #dp17 to win!
3 MODEL BEHAVIOR The Case for People-Based MTA NOAH SINGER Attribution, Facebook
4 THE WAY TO DO THIS IS WITH ACCURATE ATTRIBUTION
5 WHAT IS ATTRIBUTION? DATA MODEL + The data underlying the path to conversion The model you combine with the data to understand which touchpoints get credit 5
6 DATA IS THE FOUNDATION FOR CONSTRUCTING THE PATH TO CONVERSION
7 THE TYPICAL CUSTOMER PATH TO CONVERSION Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC 50% of people use 41 % three or more devices 1 Sources: 1. emarketer US data, April 2015, 2. "Consumer Barometer study," TNS Infratest, June 2015 of people start an activity on one device and finish on another 2
8 THIS IS THE DATA THAT FACEBOOK ADS REPORTING SEES Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
9 THIS IS THE DATA THAT MEASUREMENT TOOLS TYPICALLY SEE Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC Showing you an incomplete view into the effectiveness of your entire media plan
10 WHAT YOU REALLY WANT IS A COMPLETE DATA, BUT IT S HARD TO GET Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
11 MODELS DETERMINE HOW TO GIVE CREDIT TO MARKETING TOUCHPOINTS
12 ATTRIBUTION MODELS Rule-based models You define the rule How should credit be allocated? Results are based on your model choice Models often include: Last click Even credit Time decay Positional VS Statistical models Algorithms define the credit allocation Results are dynamic and learn from historical data Also referred to as algorithmic MTA and data-driven MTA
13 LAST CLICK MODEL GIVES CONVERSION CREDIT TO THE LAST CLICK BEFORE THE CONVERSION Conversion 0% 0% 0% 0% Source: Placeholder text. Delete this box if source is not needed. 100%
14 TIME DECAY MODEL TOUCHPOINTS CLOSER TO THE CONVERSION RECEIVE MORE CONVERSION CREDIT Conversion 4% 8% 13% 25% 50%
15 STATISTICAL MTA MODEL CONVERSION CREDIT IS ASSIGNED BASED ON ALGORITHMS AND YOUR HISTORICAL AD IMPRESSIONS, CLICKS AND CONVERSIONS Conversion 33% 15% 28% 19% 5%
16 HOW DO DIFFERENT MODELS COMPARE? TRIBUTION MODELS HAVE VARYING DEGREES OF ACCURACY STATISTICAL ACCURACY STATISTICAL MTA Calibrated with Lift Least Most SINGLE TOUCH Statistical MTA MULTI-TOUCH Time decay First touch Last click Last touch Even credit Positional analysis RULES-BASED
17 Attribution combines the data from all touchpoints with the model you choose to understand the credit that each tactic deserves
18 THE TYPICAL CUSTOMER PATH TO CONVERSION Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
19 DATA: COOKIE-ONLY MODEL: LAST CLICK Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
20 THIS IS WHAT MEASUREMENT TOOLS TYPICALLY ATTRIBUTE TODAY LAST CLICK MAY APPEAR GOOD IN A WORLD WHERE ONLY 1 OUT OF 5 TOUCHPOINTS ARE SEEN Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC LAST CLICK MODEL Search gets credit
21 DATA: PEOPLE-BASED MODEL: LAST CLICK Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
22 DATA: PEOPLE-BASED MODEL: LAST CLICK Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC LAST CLICK MODEL FB gets credit
23 DATA: COOKIE-ONLY MODEL: TIME DECAY Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
24 MODELS ARE DEPENDENT ON THE DATA Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC TIME DECAY MODEL Search gets credit
25 DATA: PEOPLE-BASED MODEL: TIME DECAY Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
26 DATA: PEOPLE-BASED MODEL: TIME DECAY Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC.05.3
27 DATA: COOKIE-ONLY MODEL: STATISTICAL MTA Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
28 STATISTICAL MODELS CANNOT BETTER TRACK YOUR PATH TO CONVERSION Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC COOKIE-ONLY MTA Search gets credit
29 DATA: PEOPLE-BASED MODEL: STATISTICAL MTA Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
30 PEOPLE-BASED ATTRIBUTION ACCOUNTS FOR THE FULL PATH TO CONVERSION Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC Properly give credit to all ads that deserve credit based on how they drove results
31 FACEBOOK S SUITE OF ATTRIBUTION SOLUTIONS ATTRIBUTION CHECKUP LIFT PEOPLE-BASED MTA
32 ATTRIBUTION CHECKUP Understand how better data changes attribution
33 THE TYPICAL CUSTOMER PATH TO CONVERSION Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
34 THIS IS WHAT MEASUREMENT TOOLS TYPICALLY ATTRIBUTE TODAY Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC LAST CLICK MODEL Search gets credit
35 THIS IS THE DATA THAT FACEBOOK ADS REPORTING SEES Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC
36 USE ATTRIBUTION CHECKUP TO COMBINE WHAT YOUR MEASUREMENT TOOL SEES WITH WHAT FACEBOOK ADS REPORTING SEES Audience Network Instagram Facebook Search Display ad Conversion Home PC Work PC Home PC to calibrate your attribution model.
37 150 % More conversions are attributable to Facebook when running attribution checkup* Source: Direct response advertiser, analysis of US based Q campaign, path-to-purchase analysis comparing advertiser conversion data and Facebook cross-device impression, click and conversion data. *For checkups analyzed to date
38 CONVERSION LIFT Understand how causality (vs. correlation) changes attribution
39 FACEBOOK CONVERSION LIFT DETERMINE THE ADDITIONAL BUSINESS DRIVEN ONLINE OR OFFLINE FROM PEOPLE REACHED BY FACEBOOK ADS ACROSS DEVICES Group A Print ads TV ads Display ads Measure lift in: offline or online conversions Group B Print ads TV ads Display ads Facebook ads 20% lift Data is for illustrative purposes only. Not actual results.
40 PEOPLE-BASED MTA Bring it all together with better data and advanced models
41 PEOPLE-BASED MTA DATA MODELS * *Closed alpha
42 PEOPLE-BASED JOURNEY Understand how current solution affords for Facebook Run lift tests to better calibrate current method Facebook, Visual IQ and/or MarketShare RUN ATTRIBUTION CHECKUP RUN LIFT TESTING ONBOARD TO PEOPLE-BASED MTA
43 RUN AN ATTRIBUTION CHECKUP!
44 Rick Tolman Sr. Director of Global Demand
45 LIVE DEMO
46 46
47 THANK YOU. Noah Rick
48
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